Successful entrepreneurs and small business owners often have a do-it-yourself mindset. They take pride in single-handedly building their businesses from scratch and aren’t afraid of rolling up their sleeves and putting in the hard work to get things done. Combine that go-getter attitude with a creative personality, and it’s no wonder so many of them are interested in handling their brand content marketing assets. Before donning a content creator hat, it’s worth exploring the differences between DIY small business content marketing versus outsourcing the work to a professional content marketer. Both have their merits and drawbacks. Becoming a content creator isn’t for everyone. Using this guide can help you decide whether you’re ready to become a brand content creator in training or if you should leave the work to someone more experienced. DIY Small Business Content Marketing: Empowering the EntrepreneurCarving out your brand’s unique voice in the digital landscape is a thrilling experience that comes with its share of challenges and rewards. It’s empowering to control the direction of your brand’s messaging, adding your unique perspective to every piece of content you create. However, it’s sometimes frustrating when things don’t quite go as planned. Let’s explore the most common pros and cons of DIY small business content marketing to help you decide whether you’re up for the challenge. DIY Small Business Content Marketing AdvantagesPlenty of reasons exist for giving DIY content creation a try that appeals to entrepreneurs. Three of the biggest drivers include:
DIY Small Business Content Marketing DisadvantagesDIY small business content marketing isn’t all sunshine and roses. All it takes is one unhappy customer or social media troll to gaslight your efforts to make you question why you ever agreed to handle content creation yourself. The two biggest downfalls to this approach include:
Outsourcing to a Professional Marketer: Tapping into ExpertiseThe excitement of creating your brand’s content can quickly get overshadowed by the daunting nature of how frequently you must post fresh content to keep your audience engaged. Most marketing professionals recommend posting to social media between 2 and 5 times a week. If your website includes a blog, posting fresh content to it once or twice a week is recommended to boost engagement levels. Posting is the easy part. Strategizing and creating the content is what takes the most time. And sometimes, small business owners simply don’t have it to spare. They may start out strong with the initial excitement of serving as their official brand voice, only to find that task falling by the wayside as their business grows and they become overwhelmed with other responsibilities. Content Outsourcing AdvantagesAddressing the huge time suck of content creation by outsourcing the work to a marketing agency or consultant is one way to alleviate the pressure. It’s also one of the most common reasons why eager do-it-yourselfers eventually offload the responsibility. Besides the time-savings advantage, here are some other reasons why delegating the responsibility to a content pro benefits small business owners:
Content Outsourcing DisadvantagesIt might seem like the pros of outsourcing your content creation outweigh the cons. The truth is that they’re about equal. One of the biggest disadvantages of handing the reins over to someone else is the cost. The average monthly retainer cost for marketing agencies and professional marketing consultants is $3,500. Costs can swing higher or lower depending on your content needs. Some other downsides to outsourcing include:
Striking the right small business content marketing balanceDeciding between DIY small business content marketing and outsourcing can feel like a tug-of-war. It’s important to remember there’s no one-size-fits-all solution to guide your choice. An optimal approach depends on individual factors such as budget, the level of control desired, the need for specialization, and any time constraints. Some businesses might find blending the two strategies works best, while others go all-in with one approach. Ultimately, the key to choosing wisely is to align your chosen approach with your overarching business objectives. About the Author - Shari Berg
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